AWS Global Campaign Landing Pages (2022 - 2024)
Defining the global AWS campaign landing page framework
Role: Creative Director, UX Lead, & CMS Framework Owner
*Sensitive material has been redacted, removed or replaced.
The AWS Advertising Team brought me on with the expectation that I would create a new, better solution for their campaign landing pages. Before, the landing page experience was an afterthought. I flipped this mentality around to make the landing pages the most influential part of the campaign process through the development of a modular, scalable CMS framework that worked globally and in every language.
Existing campaign pages presented plenty of opportunity for improvement
Before my arrival, campaign landing pages were little more than containers for ad spots. These linked to customer stories, but the UX patterns employed did not successfully signal that to page visitors. Potential customers were served a dead-end experience. On top of that, each page had to be manually built in the CMS for each language in which ads were served. This created inconsistencies across pages globally and long build times.
Additionally, the landing pages did not consider the visitor’s position in the consideration cycle. They placed the focus on AWS customer stories instead of more concrete information about AWS as a cloud service provider.
Providing more value, faster
First I conducted an audit of the full user experience surrounding the landing pages. Combining this with UX studies, I was able to rapidly deliver a first round of pages to replace the pre-existing campaign pages. The new pages curated groups of resources that supported the campaign message (i.e: customer stories), but also introduced educational resources about AWS and cloud computing in general: the sort of information a business decision maker would need when considering a cloud computing provider.
Simultaneously, within the CMS, I developed a modular system that would support all future landing pages. These modules allowed for pick-and-place construction of pages and easy component re-skinning to support changing visual styles. This enforced consistency no matter where in the world the pages were being rolled out, or which team or individual builds the page.
Shifting the focus to customer needs
The modular page system I built was tested with the shift to a new ad campaign dubbed “Business Transformed”. The campaign focused heavily on generative A.I. and M.L.. With the system in place, the focus was able to shift from production of pages to refinement of content that benefited customers most. The new pages for “Business Transformed” delivered an exceptional experience for customer globally and performed well in UX studies. With the new system in place, issues pre-launch were entirely eliminated. All pages launched in their respective markets early.
Results
The new modular framework system developed reduced page go-live delivery times by 600%, allowing for rapid scaling of pages for 32 pages in 16 locales and 8 languages. The content within the pages, now following a template structure, drove 14x the number of prospect customers to the signup process compared to previous pages. The structure of these pages is so successful that the system is still in use globally.
